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FAU - MAR 4503 - Study Guide - Midterm

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FAU - MAR 4503 - Study Guide - Midterm

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background image Consumer Behavior: Test 1 Study Guide What is consumer behavior? 1. Needs vs Wants a. Water to clench thirst (need)
b. Coconut water (want)
2. What are the 3 main types of consumer needs Need for affiliation- a need to be part of a group Need for power- a need to be in control of one’s environment Need for uniqueness- a need to assert one’s identity 3. Perspectives on Consumer Research a. Positivist  We believe the environment is predictable  We separate ourselves o Separation between researcher and subject b. Interpretivist They just want to understand the world o Researcher is part of the study Consumer and Social Well-Being 1. Refers to the importance people attach to worldly possessions. More likely to  value possessions for their status and appearance-related meanings a. Materialism  2. Uses marketing techniques to encourage positive behaviors such as  increased literacy and discourage negative activities such as drunk driving a. Social Marketing 3. A strategy that involves the development and promotion of environmentally  friendly products a. Green Marketing 4. When companies make false or exaggerated claims about how  environmentally friendly their products are a. Green Washing
background image Perception 1. The process by which the consumer comes into contact with a stimulus a. Exposure 2. The processes by which we devote mental activity to a stimulus or a  sensation a. Attention 3. Is attention limited or unlimited? a. Attention is limited and selective 4. Selective Attention a. People seemingly select (facilitate) one stimulus, and tune out  (inhibit) the others 5. We can control what we want to attend to depending on what is  important to us a. Relevance 6. Motivation a. Your motivation decides if you’re going to perceive a stimuli i. EX: If you’re exhausted and have over worked yourself It could be the best as in the world, your favorite brand If your end goal is rest, you wont perceive 
the stimulus
7. Watching a game at home vs being at a live game is an example of  what Personal Selection Factor? a. Arousal- General degree of alertness 8. The immediate response of our sensory receptors to basic stimuli such  as light, color, sound, scent

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School: Florida Atlantic University
Department: Business
Course: Consumer Behavior
Professor: Irina Toteva
Term: Spring 2018
Tags: Marketing, Consumer, and behavior
Name: Consumer Behavior Test 1 Study Guide
Description: What is consumer behavior Consumer and Social Well-Being Perception Learning and Memory Motivation and Affect The Self Personality
Uploaded: 02/22/2018
6 Pages 72 Views 57 Unlocks
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